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Chapter 12. Consumer Diversity. Learning Objectives~ Ch. 12. Explain how the consumer’s age affects acquisition, consumption, and disposition behavior, and why marketers need to consider age influences when planning marketing activities.

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chapter 12

Chapter 12

Consumer Diversity

learning objectives ch 12
Learning Objectives~ Ch. 12
  • Explain how the consumer’s age affects acquisition, consumption, and disposition behavior, and why marketers need to consider age influences when planning marketing activities.
  • Describe how gender and sexual orientation each affects consumer behavior and how companies can create more effective marketing by understanding these two influences.
  • Discuss how regional, ethnic, and religious influences can affect consumer behavior and why marketers must consider such influences when targeting specific groups.
age consumer behavior
Age & Consumer Behavior
  • U.S. age trends
    • Teens and Generation Y—born 1979 to 1994
    • Generation X—born 1965 to 1976
      • Some still have “angst”
      • Boomerang kids
      • High discretionary income
      • Delay marriage
    • Baby Boomers—born 1946 to 1964
      • Largest demographic
      • Peak earning years
    • Seniors—65+ years old
teen tween market
Teen & Tween Market
  • Purchasing power = $108 Billion
  • World’s teens have similar tastes, attitudes, preferences
  • Brand loyalty—develops at a younger age
  • Positioning—establish identity, rebelling, peer acceptance
  • Advertising messages—Incorporates symbols, issues, and language of teens
  • Media—specific TV networks, radio stations, and Internet
  • Recreation and special events
gen x
Gen X
  • Born between 1965 and 1976
  • 49 million
  • Fewer Xers own homes
  • Boomerang kids
  • Cynical about obvious marketing
  • Media: alternative radio, cable TV, concerts, sporting events, music publications, vacation spots

How is Gen X different from Gen Z?

baby boomers
Baby Boomers
  • Born between 1946 and 1964
  • 78 million
  • Influential consumer segment because of size and buying power
  • Value individualism and freedom
  • Segments: leading boomers, core boomers, and trailing boomers
seniors
Seniors
  • Over 65 years old
  • Women outnumber men
  • Reduced information processing skills
  • Susceptible to the “truth effect”
  • Tend to be brand loyal
gender sexual orientation cb
Gender/Sexual Orientation & CB
  • Sex roles – goals
    • Agentic
    • Communal
  • Gender & sexual orientation
    • Masculine
    • Feminine
    • Androgynous
  • Differences in acquisition & consumption behaviors
    • Women = deliberate, thorough research
    • Men = driven by themes, simple heuristics
gender sexual orientation cb1
Gender/Sexual Orientation & CB
  • Targeting gender
    • Men—more emotional/caring
    • Women—important/professional
  • Media patterns
  • Targeting gay/lesbian consumers
regional influences
Regional Influences
  • Regions of U.S.
    • Clustering
    • PRIZM NE & Mosaic
  • Regions of World
ethnic influences
Ethnic Influences
  • Ethnic groups
  • Acculturation
  • Multicultural marketing
  • Ethnic subcultures in nations
hispanic american consumers
Hispanic American Consumers
  • Acculturated
  • Bicultural
  • Traditional
  • Intensity of ethnic identification
african american consumers
African American Consumers
  • With rising incomes, want to preserve cultural identity
  • Importance of style, self-image, & elegance
asian american consumers
Asian American Consumers
  • Fastest growing major subculture
  • More diverse than Hispanic and African American
  • Strong emphasis
    • Family
    • Tradition
    • Cooperation
  • Shop frequently/luxury goods
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